Texans Like Their Pickups Big, Too

The Lone Star State, America’s No. 1 market for new trucks, is a battleground for the pricey brutes
A Silverado aimed at Texans has saddle-colored leather seats, 20-inch wheels, and plenty of cowboy bling Photograph by Keith Young for Bloomberg Businessweek

Everything, they say, is bigger in Texas. When General Motors’ North America President Mark Reuss made his first visit to the State Fair of Texas in late September, he quickly learned that the maxim certainly applies to commanding the attention of the Lone Star State’s truck buyers. Winding his way toward GM’s exhibit, he passed Toyota Motor’s truck display, where an eye-catching 4,000-plus-pound Tundra dangled 50 feet overhead. Nearby was a mechanical bull bucking amid a collection of Chrysler Group’s Ram pickups with banners trumpeting its Truck of Texas award. Finally Reuss was confronted by a towering oil derrick with a Ford Motor F-Series spinning atop with decals reading “Best selling truck.” “Everybody drives pickups and loves pickups here,” says an impressed Reuss. “It feels bigger than life—and it is.”

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